Brands love hashtags. Many don’t understand them, but that doesn’t stop them. They’ll hashtag anything, even if it makes no sense whatsoever. I like to look at a hashtag as the social media equivalent of a camp fire story.
Something people can connect with, something that invites the continuation of a story or perhaps even starts a new one.
Getting it right is tough. Especially if you’re a brand. Many make the foolish mistake of thinking a hashtag has to be about the brand to deliver any value. Others think you can make it about an irrelevant strapline no one cares about. Others, like Nike, absolutely 110% get it.